Persona

Persona

Insights from the Persona Product Marketing Team

Upcoming Ask Me Anything Sessions
Evelyn Ju
Head of Marketing
Invest and focus on learning new things — specifically anything that can help you better understand the business/product/customer or pick up new skills, whether it’s related to your specific role or not. Volunteer to work on projects that will expand your knowledge. Ask your Product, CS, and Sale...more
Evelyn Ju
Head of Marketing
If you are at a smaller company with little or no structure, it’s a great opportunity for you to build the foundation from scratch. It can be a daunting task, but inaction will likely create more headaches for you down the line. Here are few things I would consider: 1. Education: Help the teams...more
Evelyn Ju
Head of Marketing
Like most cross-functional work, the most important thing is to build trust and establish shared goals early on. Instead of delegating work, involve them in your process, provide them with proper context, and agree on timelines where applicable. They will be much more motivated to help if they ha...more
Evelyn Ju
Head of Marketing
The key is to first align on the framework for making decisions (e.g. market opportunity, customer retention/expansion goals, revenue impact, etc. and how you prioritize each) and then ensure the teams have the relevant information (e.g. customer research, feedback, metrics, or analysis) to make ...more
Evelyn Ju
Head of Marketing
It is one of the most important partnerships. There is a shared goal around enabling sales to sell by telling a consistent narrative and connecting with ideal customers through messaging and assets that will resonate. PMM and Sales Enablement should work together to identify and fill knowledge g...more
Evelyn Ju
Head of Marketing
It’s always difficult to navigate tense relationships. It’s important not to take this all upon yourself. If you are looking to help, I think the first step is to assess the situation and try to understand the underlying cause that’s driving the tension. Is it due to misalignment of expectations ...more
Evelyn Ju
Head of Marketing
PMMs here in general have regular meetings with Product, CS, and Sales to support ongoing product launches, facilitate internal training, and gather customer feedback. However, it’s important to shift what meetings you attend, which teams/individuals you meet with, and the frequency of your meeti...more
Evelyn Ju
Head of Marketing
In general, I would bucket the insights we need into a few different categories: for team planning and priorities, customer insights, and feedback on specific messaging or product features. Planning and priorities: I find it helpful to check in regularly on internal stakeholders’ priorities and...more
Evelyn Ju
Head of Marketing
The focus is on product education and differentiation, essentially helping your customers understand why they should continuously choose your product over others throughout the customer lifecycle — from acquisition through retention. Without Sales as a touch point, PMMs need to figure out how to ...more
Evelyn Ju
Head of Marketing
It’s important to set expectations up front in terms of what you are trying to accomplish, why it’s important and how it will be used. It’s easy for messaging related discussions to take a life of its own so aligning your stakeholders to the same goals will help focus the feedback you will receiv...more
Persona Product Marketing Leaders
Evelyn Ju
Evelyn Ju
Head of Marketing